At the end of 2016, Stellantis (formerly Groupe PSA) and Keepeek simultaneously put five media libraries for PSA Group entities into production after six months of close collaboration. Four years after the launch, we look back on this adventure and the evolution of Keepeek DAM at Stellantis.
How do you manage 500,000 media from 3 different brands on 5 continents?
Due to its size and multi-brand dimension, Stellantis had multiple media management solutions within its various departments, brands and entities. All these applications generated significant maintenance costs, and hardly allowed for sharing or communication between entities.
With this in mind, the Stellantis Customer Digital Factory decided to embark on an ambitious project to pool all media libraries within a single platform, in order to rationalize costs, ensure cross-functionality and harmonize processes.
Present in over 150 countries with 211,000 employees worldwide, Stellantis has numerous subsidiaries. These subsidiaries may work for a single brand, or simultaneously for several of the group's brands. The media library pooling project therefore had both an international and a multi-brand dimension.
The Digital Factory had several requirements for this project:
- Pooling of the DAM, integrating great flexibility to manage the specificities of each entity and allowing a certain watertightness between media libraries ;
- An ambitious project schedule: implementation in six months, with multiple data transfers from various solutions;
- An agile methodology based on dialogue and responsiveness, responding to a real desire to work with a partner (far from the traditional customer/supplier relationship);
- Easier dialogue between the DAM solution and other tools: so you can exploit digital resources across different channels, without duplication.
Five companies committed to digital transformation
Five media libraries belonging to five different entities were initially identified for migration to Keepeek :
Peugeot, Citroën and DS media libraries
The Peugeot, Citroën and DS media libraries each centralize, in a completely watertight fashion, the content of each brand's marketing, brand image and communications departments. Dedicated to central teams, international subsidiaries and their agencies, the media libraries offer all press and advertising content, a brand center, digital communication elements and many other resources.
The PSA Group media library
The PSA Group's freely accessible media library offers video and photo content on the Group's activities, as well as branded content. Managed by the Group's internal and external communications departments, it enables journalists and the general public to view the Group's audiovisual resources and news.
The PSA Aftermarket media library
Common to all brands, the aftersales media library offers all the media content produced by the marketing and communication departments of aftersales teams, from services (servicing, maintenance, etc.) to spare parts and accessories.
Keepeek's choice
The Keepeek application was particularly well suited to managing the media libraries of different brands or entities in a single tool.
The ability to make certain data transversal (notably certain user profiles) while keeping other information watertight, and to provide advanced access rights management functionalities were decisive criteria in the choice of solution.
Keepeek's other strength has been its expertise in agility. Since its creation in 2008, Keepeek has integrated agile methods at the heart of its operations, and has been a driving force in supporting the PSA Group, whose move towards agile methods was underway (notably within the IT department).
In addition to the technical implementation, Keepeek also supported the business by providing documentalists and functional support for each of the brands, both for managing media library accreditations and for feeding andindexing new content.
DAM deployment support
Six months after the start of the project, the group's five media libraries were ready to be launched simultaneously.
Keepeek's documentalists helped the departments to manage the changeover and ensure user acceptance of the new tool:
- Training users in France and around the world;
- Change management and support;
- Identify and collect new digital content;
- Enrich, translate and harmonize data;
- Manage user credentials.
What's next?
Four years later, the PSA DAM became the Stellantis DAM. It has grown in scope.
Other projects have joined the platform over the months: country press sites, the PSA Retail portal, sports entities (media produced by Peugeot Sport). Citroën Racing and DS Sport also have their own dedicated space on Keepeek.
In 2019, four new brands joined the DAM and benefited from the creation of a dedicated brand portal: Opel, Vauxhall, Spoticar and Free2Move. Press sites for Peugeot, Citroën, DS, Opel and Vauxhall have also been developed.
Today, over 800,000 media are stored and distributed via the Keepeek DAM. Over 16,000 users are accredited to at least one of the media libraries. An average of 75,000 media are downloaded every month.
A long-term partnership
Keepeek continues to support Stellantis with technical developments and new projects, but also in the day-to-day management of its DAM: every week, five documentalists work at to integrate the new media content generated daily, animate the brand portals and manage access requests to the various brand media libraries.
